MediaCom has retained the media account for the Metropolitan Police
and won the recruitment account from the incumbent, TMP Worldwide.
The reappointment followed a pitch called as a part of a statutory
review in June. Agencies were invited to pitch for either the publicity
or recruitment accounts or both. OMD UK and Manning Gottlieb Media were
Jackie Harris, the Met Police spokesperson, said MediaCom will take over
the combined account on 7 December. Plans are underway for a campaign to
promote safety on the streets, which will run in January and February
Harris added: "MediaCom has achieved high standards of performance over
a number of years and we felt it made good business sense to put both
parts of the media under one umbrella."
The recruitment brief involves placing job ads for civilian staff,
special constables and traffic wardens.
As the incumbent on the publicity account, MediaCom recently planned and
bought media for The Met's biggest anti-racism marketing campaign, which
used teen idols to encourage racial tolerance among schoolchildren.
TMP Worldwide has retained creative services for the recruitment account
following a review. Creative for the publicity account was not part of
the review and stays with The Advertising Syndicate, according to
The most famous Met campaign, including the image of a uniformed
policeman chasing a plain-clothes black officer, was through Collett
Dickenson Pearce in the 80s.
The next statutory review for the Met media business is to take place in
three years' time.